With the UK championing many advocacy months such as Pride and Women's Day, Gift Focus and Attire Accessories Editor Louise Prance looks at how your marketing can and should be much more than rainbow washing.
However, what has become ever more apparent is the commercialisation of important movements for financial gain. Businesses the world over fall over themselves to capitalise on the many social movements, with events such as International Women's Day and Pride now becoming more synonymous with days like Valentine's Day and Easter due to the discount codes, promotions and marketing ploys. Rather than feel like a period of reflection, allyship and learning, businesses are increasingly turning engagement days into a commercial opportunity.
However, there is of course the difficulty in that if you don't acknowledge key events, you could be accused of being ignorant, uncaring or simply out of touch. So how do you get the right balance? Firstly, be authentic. Women don't need a discount code on International Women's Day. While it's of course wonderful to celebrate women, it's also important to recognise the struggles of the women who came before us, who are still fighting, and those that will continue the fight for gender equality going forward.
Secondly, be consistent. While these days are vital in continuing to raise awareness, advocacy for marginalised people shouldn't be contained to one day, or month, a year. Adorning your boutique with a rainbow flag during the month of June while ignoring your LGBTQ+ customers the other 11 months of the year just smacks of Rainbow Washing, a term that highlights a company's 'superficial support of the LGBTQ+ community, often for marketing and PR purposes, without taking concrete actions to actually assist members in that community,' according to builtin.com.
If you are genuine in your commitment to advocacy, whether that's IWD, Pride, or Black History Month, ensure your support isn't merely performative. Be inclusive of your female, LGBTQ+ and black consumers year-round. Create meaningful and inclusive marketing all year round, and be consistent with your position, showing transparent and authentic motivation. This will not only highlight your commitment to inclusion but give you a sense of pride in your work all year-round, and not simply on months expected of you.
"Whether you've historically celebrated awareness days, or want to do more this year, the key to gaining recognition for what you do as a business is to think about the long-term. Rather than a marketing gimmick, why not take the opportunity to start working with a UK based or international charity (all year round) that support women’s right, the LGBTQ+ community, sustainability, and humanitarian causes overseas,”
Danielle Harvey, Attire Accessories Managing Editor
